Dermablend Professional is on a mission to change the idea behind the classic “before and after” makeover photos. Thanks to its new Beautiful/Beautiful project, Dermablend plans to change the way women see themselves, both with and without makeup.
“We want to challenge the standards of beauty. This is about changing the typical ‘before & afters’ – we truly believe we are all beautiful either way – before and after, with and without makeup,” says Malena Higuera, general manager of Dermablend Professional.
The brand feels the choice to wear makeup is a powerful one, and they want to strip away the judgments that often come associated with that choice. Dermablend wants its customers to know that they are powerful when they wear makeup, and they are powerful when they don’t as well.
Dermablend is encouraging everyone to participate in the project by sharing a photo with two sides: one side bare-faced and one side with makeup to celebrate being beautiful both ways. Those who participate using the hashtags #dermablendpro and #beautifulbeautiful and tag a friend will be entered to win an urban retreat for two in New York City this year.